In-Person Training

Mapping Experiences

From insight to action

O’Reilly’s Boston Training Center, Boston, MA

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Course limited to 40 people. Sign up before it sells out!

Designing products and services today requires thinking in terms of ecosystems. Complexity is assumed both in the design process and how organizations work together. As a designer, you need to consider how your offerings are connected and, ultimately, how your offerings add value to people’s lives.

Using systematic, visual representations can help you untangle the complexity of business and—more importantly—expose previously unseen opportunities for improvement and growth. You may have familiarity with some of these visualizations, such as customer journey maps, service blueprints, experience maps, and more.

In this two-day workshop, Jim Kalbach introduces the concept of “alignment diagrams,” a category of diagram that includes a range of visual tools to inform strategy. You’ll learn fundamental principles of mapping and you’ll have the chance to apply them in hands-on exercises. You’ll walk away with practical skills you can apply to your job to improve the customer experience and get your team aligned.

What you’ll learn—and how you can apply it

By the end of this live, hands-on workshop, you’ll understand:

  • Why and when to use experience mapping in your teams and organizations
  • How to best represent and structure information into a diagram

And you’ll be able to:

  • Frame a mapping effort so it’s relevant to your stakeholders’ needs
  • Ground a diagram in reality through systematic investigation
  • Effectively use the map you’ve completed to surface actionable ideas and concepts

This training is for you because…

  • You’re a UX designer, product manager, or a marketing and branding specialist
  • Your organization has a complex ecosystem of interactions with customers, users, and partners that could benefit from the power of visualization

About your instructor

Jim Kalbach

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently head of Customer Success at MURAL, the leading online whiteboard. Jim has worked with large companies such as eBay, Audi, Sony, Elsevier Science, Lexis Nexis, and Citrix. He has worked on several projects with O’Reilly, including two books: Designing Web Navigation (2007) and Mapping Experiences (2016), which focuses on the role of visualizations in strategy and innovation.

Course outline

Each segment of this workshop will include time for Q&A.

  • Day One
    • Background and overview
    • Core concepts of mapping, including real-world examples that illustrate the positive impact of mapping
    • Initiate: Framing an effort so it’s relevant to your organization, including a hands-on exercise to put theory into action
    • Investigate: Conducting research to ground your diagram in reality, including practical exercises and discussion
  • Day Two
    • Illustrate: Representing information in a diagram with a group activity to create and critique a draft map
    • Align: Using your diagram to get strategic team alignment towards the customer perspective
    • Envision: Imagining future solutions and making them actionable through experiments
    • Evangelize: Making a case for mapping
    • Wrap up and conclusion


The course will be held at the O’Reilly Boston Training Center: 2 Avenue de Lafayette, 6th floor, Boston, MA 02111

Lunch will be provided.

Travel discounts

Rental Car Discounts


If you need a rental car while attending the conference, you may go to the Hertz Interactive Reservation System to receive the special O’Reilly discount on rental cars for the conference. Or call Hertz Reservations at (800) 654-3131 and mention code #01XY0041.

United Airline Discount


To receive your 3% - 10% Discount on United Airlines flights to our event, you can book online at and provide discount Code ZVUR591372. Or, for a $25 service fee you can call United Meetings at (800) 426-1122 where a ticketing agent can help you by phone.

Code of Conduct

All participants must follow our Code of Conduct, the core of which is this: an O’Reilly events should be a safe and productive environment for everyone. Read more

O’Reilly Media, Inc. assumes no responsibility or liability for the facilities or services provided by the vendors and suppliers. Anyone attending this conference releases O’Reilly from any and all claims that may arise out of attending at this conference.

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